Brand gender : increasing brand equity through brand personality / Theo Lieven.
Material type:
TextPublisher: Basingstoke : Palgrave Macmillan, 2017Description: 265 pages : illustrations (black and white, and colour) ; 21 cmContent type: text | still image Media type: unmediated Carrier type: volumeISBN: 9783319602189 (hbk.) :Subject(s): Branding (Marketing) | Brand name products | Business and Management | Business and ManagementDDC classification: 658.8'27 Summary: This text explores ways to drive and increase a brand's most important property, its equity. Focusing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity.
| Item type | Current library | Home library | Shelving location | Class number | Status | Date due | Barcode | Item reservations | |
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Paul Hamlyn Library | Paul Hamlyn Library | Floor 3 | 658.827 LIE (Browse shelf(Opens below)) | Available | 06757375 |
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This text explores ways to drive and increase a brand's most important property, its equity. Focusing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity.
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